Leila Byron
Service Designer
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pillar

THESIS TOPIC:
Exploring the area of women's sexual health. Follow this blog for continued updates.

Design challenge question - V01

initial opportunities

After looking at the two target groups results some cross-over opportunities within the user journey of both sets of women have become apparent. The two areas are:

  • The decision making point (factors surrounding decision):
    • Partner - Relationship strain
    • Age
    • Financial Stability
    • Job Security
    • Never want kids/Always wanted kids
       
  • Period of Isolation & Lack of Connection:
    • Postpartum Depression
    • Judgement
    • Taboo
    • Psychological Changes

Stakeholder map

Scenario 1

Scenario 1

Scenario 2

Scenario 2

Looking at different scenarios and potential stakeholders involved to see who else can be interesting to talk with.

Scenario 1

“My career defines who I am as a person, and to have that limb missing for three months was almost as jarring as figuring out how to coax a baby to a nap schedule. I didn’t realize until I returned to my job how much I rely on it for socialization, confidence, a sense of control– all of the things that can be a challenge as a new mom.”
— http://www.forbes.com/sites/carriekerpen/2016/05/05/from-the-mouths-of-working-moms-true-stories-of-maternity-leave/#3b6f9cb6229f

"Motherhood in the workplace" : Looking at the context of motherhood in the workplace in particular the current friction between first-time mothers and maternity leave and the decision to have children at the height of their career; looking through the eyes of the company; what is the value to the workforce with quantitive data about isolation at home with the child / work life balance benefits / how to keep the mother engaged with the child at work and how to keep the mother engaged with work when at home with the child.
Future people I need to talk too:

  • Father's about paternity rights
  • Someone at a corporation: Employees and Someone in the Policy department
  • Job Center/LinkedIn/Employee Agency marketing towards placing mothers
  • Small business owners
  • Government/Municipality
  • Mother groups
  • Sex og Samfund - Educational institute

Scenario 2: 

"Cross-over pain points along a women's journey": Looking at the ecosystem of pregnancy from first-time mothers and women who have experienced abortions, and the opportunity area of the cross over between these two cohorts. Looking at what part of the system can help support and educate these problem areas.
Future people I need to talk too:

  • Father's and Partners of women who have become pregnant
  • A midwife about where they see opportunities
  • More women who have experienced abortion
  • Mother groups
  • Sex og Samfund - Educational institute

opportunity areas:
"Motherhood in the workplace"

ISOLATION & LACK OF CONNECTION

Challenge: Often women begin to feel less connected to their outside relationships, or sometimes even less connected to the baby, especially during maternity leave meaning women feel both physically and emotionally isolated with no support. It is the responsibility of the employer to create dialogue for smoother integration.
POV: Rikke felt that "being on maternity leave, I thought that was life and that it couldn't change," there is a real sense of loneliness and the women feel disconnected from whats going on in their previous life.

How might we..

Maintain a line of connection between work life and family life to support transitional phases surrounding parental leave?

note02 [Group A].jpg

MOTHERHOOD MENTORSHIP

Challenge: There is a huge stigma around postpartum depression and women (and some men) are offered a mental health test post-baby that you can decline that the health nurse gives you.
POV: Raffaella "The focus is on the health of the baby, it is never on the mother" & Line "When people used to visit I felt 'secondary' to the baby" someone is needed post pregnancy with more experience to watch over mothers and to see what was going on.

HOW MIGHT WE...
support women experiencing postpartum depression and their families at the time of their returning to work and beyond?

note10 [Group G].jpg

decision making period

Challenge: Women tend to focus on having children before they have even started conceiving, looking at many external factors as big decision making reasons to choose the best time to start a family.
POV: Raffaella was often told "have children when you are grown-up, can provide and you are mature enough" which is never the case, there is never an ideal time.

WOMEN ARE NOW HAVING CHILDREN LATER ON IN LIFE THAT IS NOW OFTEN CONFLICTING WITH THE HEIGHT OF THEIR CAREER.HOW MIGHT WE...
SUPPORT WOMEN THROUGH THE DECISION MAKING PROCESS BY ADDRESSING THESE EXTERNAL FACTORS.

 
 

gender inequality

Challenge: Fathers may experience the benefits of paternity leave yet may choose not to take all of it, for fear of it hindering their own career developments.
POV: Beatrix stated that in order for there to be total gender equality, first look at how sharing of responsibility/gap in career can be more equal and how to make it more attractive to both parties involved.

HOW MIGHT WE...
challenge the workplace's perspective on paternity leave?

 

Redefining the target group [ongoing]

  • women (or men? or both?)
  • Pregnancy (either first-time mothers and maternity or experienced natural abortion)
  • Age? (teen, mid career, older)
  • Socio-economic background? (low $ or high $$$)
  • Relationship status? (Single, Couples, Married)
Leila Byron